Aeris Protective Packaging takes it global to reduce risk and drive growth
When Michael Leiberman started producing protective packaging at his dining room table 14 years ago, he never dreamed it would grow into the successful company it has become.
Today, Montreal‑based Aeris Protective Packaging Inc. has customers across North America, Europe and Asia, providing protective packaging to some of the world’s most recognized brands, including Apple, Amazon, and AT&T.
Aeris carved out a niche in the protective packaging market by focusing on fragile, high‑value items like computers, musical instruments and automotive parts. Its packaging prevents damage, reduces returns and simplifies logistics for global brands.
“We’ve become the gold standard in the computer and music space,” says Leiberman.
But he and his business partner, Steve Rothstein, have discovered that even a strong business model can be vulnerable when most of a company’s revenue comes from one geographic market.
“If you have 70% of your business in one geographic area, what happens if something goes wrong there? How do you protect yourself?” says Leiberman.
We quickly realized there are limitations when so much of your business is tied to one region.
Rehan Javeri
Director of Strategic Partnerships, Aeris Protective Packaging Inc.
Too many eggs in one basket
Although Aeris is a Canadian company, its growth has mainly been driven by customers in the United States. At its peak, 80% of its business was in the U.S., although it has since dropped to around 70%.
For years, that concentration worked. Then the company began facing a series of disruptions. The first major wake‑up call came during the COVID‑19 pandemic.
“We couldn’t see customers, couldn’t attend events in the U.S., and we quickly realized there are limitations when so much of your business is tied to one region,” explains Rehan Javeri, Director of Strategic Partnerships at Aeris.
Then came the trade policy volatility. Tariffs shifted overnight. Carriers charged duties and refused refunds. The cost of raw materials skyrocketed.
“That has caused confusion for customers,” says Leiberman. “It’s been a real challenge.”
Aeris has been able to offset certain tariffs by shifting manufacturing to U.S. partners, but the downstream impact has remained. “If a customer suddenly has 10% less in their budget because of a tariff, that affects our ability to support clients’ needs,” says Javeri.
This unpredictability made one thing clear: Aeris needed to diversify in markets where it was already active.
Pivoting toward new markets
In 2020, Aeris began rethinking its strategy. The idea was to reduce its exposure to the U.S. market without abandoning the strong relationships it had already built there. The solution was to leverage those client relationships to expand internationally.
Aeris began working with several international customers to better understand their European logistics providers and distribution networks. Those insights helped the company identify where its packaging could be manufactured, stored and shipped most efficiently.
“At that time, we didn’t necessarily know all the rules and regulations required to import into Europe due to changes to packaging regulations,” explains Javeri. “Our customers are already importing their materials there. Our thinking was, if we can work with them, we’ll gain exposure and experience without spending a lot of time learning everything from scratch. That approach allowed Aeris to explore new markets without losing sight of its core strength: Creating packaging that helps customers prevent damage and keep deliveries on track, and enabling clients to meet their sustainability requirements.
BDC was able to narrow down and find the best marketplace with the heaviest concentration of businesses that could use our services.
Michael Leiberman
Co-founder and President, Aeris Protective Packaging Inc.
Looking to BDC for support
As Aeris began looking to diversify beyond the U.S. market, it wanted to make sure it was moving in the right direction. That’s when it turned to BDC Advisory Services for help.
“If you try to do it on your own, it’s going to take you a lot longer,” says Leiberman. “You may not have the financial resources or tools to research that market.”
BDC’s advisors analyzed multiple countries, assessing market demand and supply, regulatory conditions, and the factors a company like Aeris would need in order to operate successfully there. Their analysis confirmed that Europe offered opportunities for expansion. It also pointed to Mexico as a promising market where Aeris is already doing business.
“BDC was able to narrow down and find the best marketplace with the heaviest concentration of businesses that could use our services,” says Leiberman.
The consultants also provided targeted prospect lists, introductions to potential partners and financing options to make expansion more manageable.
I want to leave behind a company that’s strong, diversified and supported by great customers and team members.
Michael Leiberman
Co-founder and President, Aeris Protective Packaging Inc.
Diversifying to ensure a better future
Aeris is now expanding into Europe, strengthening its patent protection, and exploring the new markets it identified through BDC’s support. The company is also diversifying its product lines and supply chains to reduce exposure to any single region, enhancing its ability to respond to client needs in an eco‑friendly way through its global manufacturing partnerships.
According to Javeri, growth is already accelerating. “With these new clients coming on board, we could double or triple our 2025 sales in the next 12 months.”
But for Leiberman, diversification is about more than just growth. As he approaches retirement, it’s about protecting the company he started 14 years ago on his dining room table.
“I have to think about the long‑term value of the company,” he says. “I want to leave behind a company that’s strong, diversified and supported by great customers and team members.”
What’s next
Get the insight, advice and information you need to help your business diversify and remain competitive with BDC’s Trade Resilience solutions.